Whether you’re looking to develop personas for a project, credibly measure your guest satisfaction, develop/launch a new product or better understand your competitive environment, we can help.
Mark Kupferman is the foremost authority on consumer strategy and research for out-of-home, regional entertainment venues, having studies the industry for over twenty-five years. He has conducted over a thousand studies, and has created more research programs for the space than anyone.
Our marketing research/consumer insights programs are specifically keyed to the needs of out-of-home entertainment attractions and venues:
From an advertising/marketing standpoint, nothing is more important than knowing where your visitors are from, the composition of the visit party, how much they make, and why they visit. Some of this you can get from your online tickets sales, but there is a lot you won’t know unless you ask.
Mark and his team can put together a turnkey solution that will tell you (on an ongoing basis):
There are many different ways to do programs like these, ranging setting up analytics and reporting of data you already have to in-person surveying. We’ll work with you to put together a turnkey program that matches your needs and budget.
If you’re working with third parties for advertising agencies, web development teams, or loyalty programs they will likely ask you for the personas of your users. Personals are archetypical users whose goals and characteristics represent the needs of your key guest segments.
Persona development usually includes some level of segmentation analysis, where we look at your guests and break them into actionable groups.
Mark and his team has a lot of experience with personas and segmentation for attractions, and can provide you with:
Each of our personas include the following, which can of course be customized depending on your need:
View a sample persona to give you a sense of what they look like.
Pricing research is all about understanding trade offs. Sure, everyone wants to pay less, but they also want more — more services, more pizza, more value. When you understand the tradeoffs people are willing to make, and once you take into account the costs, you can better understand how much to charge to drive the highest revenue and gross margin dollar.
Using a combination of advanced research techniques, A/B testing, and analytics, Mark Kupferman and his team have been successfully identified numerous pricing-related insights that have led to more sales, attendance, and revenue.
Our pricing research services can help you:
Fundamentally, most OOH entertainment consumers just want new and interesting ways to spend time together. For you to succeed, you need to know as much as you can about the consumers in your market and how they prefer to spend their leisure time.
Mark Kupferman has been collecting data and studying regional attraction visitors for decades. He can help you by:
Part of the art of owning/operating an out-of-home entertainment venue is deciding what new rides, exhibits, or attractions to introduce for your guests. Consumer feedback shouldn’t dictate these decisions, but making it part of the process can help you optimize them.
Carousel Insights can help you:
Advertising research isn’t just about whether consumers like one creative execution or another. You also need to understand where to advertise to reach your target, the right messaging to use, and how you can effectively cut through the clutter with the right audience.
Mark has executed hundreds of creative tests for out-of-home entertainment venues and can help you to understand what approach is most likely to be effective with your audience.
Mark and his team can provide you with:
Groups represent anywhere from 15% to 50% of a venue’s business, and understanding what drives the planning process for different types of groups can have a significant impact on your attendance.
We’ve surveyed thousands of groups, and conducted dozens of group surveys. We can help answer questions like:
Tracking studies allow you to monitor changes in your competitive and operating environment over time. The key is to set up systems that allow you to collect the same information (in the same way) over time.
Tracking studies are much more effective than point-in-time studies at identifying changes from one period to the next.
Mark has designed and implemented a number of effective tracking studies over the years, including:
Mark and his team can provide you with: